Two advertisements, both featuring designer Leanne Ford, recently arrived on the same day in my mailbox. I did not expect that Crate & Barrel and Walmart would both feature the same person:
I wonder about a few things:
What is the overlap of consumers/audience between these two stores? Perhaps there is more overlap than I think.
While each advertisement features the same designer, there are noticeable differences. For Crate & Barrel, Ford is adding to the modernist style. For Walmart, she and her husband are providing tools to tackle home projects. The first is leaning more towards art, the second is leaning toward getting things done. Even how it is presented is clearly different.
Having some familiarity with both retailers, my sense is that both do not often use famous names to sell products. In contrast, a retailer like Target has tried this a number of times. Does this signal a new approach for both retailers? If so, it is interesting that both think Ford will help them appeal to potential customers.
Just thinking out loud about more consonant pairings: Walmart and Ikea? Target and Crate & Barrel?
I cannot help but think about Bourdieu in this context. The idea of home design has grown in recent decades in the United States and the concept and its purveyors – such as HGTV – are broadly available. Yet, how exactly this plays out in different class contexts can vary. Design for middle to upper-class residents means something different than design for lower to middle-class residents.
Of all the Chicago auto dealers who ever graced the small screen as their own TV pitchman, few were as delightfully campy as Bob Rohrman.
Rohrman’s low-budget commercials radiated good humor and bad production, featuring his mustachioed and bespectacled face peering out from a variety of goofy costumes, a uniquely awkward delivery and flubbed lines that often devolved into a joyous cackle.
The spots were punctuated by a cheesy cartoon lion and the tag line: “There’s only one Bob ROHRRRR-man!”
Somehow it all worked, turning the Bob Rohrman Auto Group into one of the largest family-owned dealership groups in the Midwest, and its spokesman/founder into something of a Chicago celebrity.
In the era of cable and satellite television, streaming options, declining network television and local radio, and targeted commercials on particular platforms, we may be at the end of local advertising like this. All the advertising then becomes more corporate, slick, tied to national or multinational corporations. And we lose a few public characters who few people may have actually met but who many could recognize.
We purchased a vehicle from a Rohrman dealership several years ago. At no point, did I think about the commercials in that process. But, given the number of Rohrman commercials I have seen and heard over the years, who knows if it influenced me. (I can safely say that other auto pitchmen or dealers, including Max Madsen or the Webb boys, did not lead me to visit their lots.)
This does not look like any Ace Hardware building I have seen before. Instead, it looks like it used to be either a Walgreens or CVS. The building structure says chain drugstore: dual automatic doors at the front, the angled entryway, the high windows on the sides. The few glimpses of the inside in the commercial look similar to a drugstore (even if it is hard to imagine paint at the front of a Walgreens.)
Did Ace take over a former drug store building and then use it in the commercial? Or, is this a backlot creation? I found a Florida Ace commercial that features the same structure in the beginning.
Brands have a whole set of items that go with them: a logo, a jingle, a slogan, colors, and buildings. The buildings might get less attention – they are not in radio commercials, they do not often feature in print ads, and videos may or may not included interior and exterior shots – but they matter for the brand and the experience. I imagine many American consumers could drive by empty malls, strip malls, and shopping areas and identify the stores that used to be in the building without any signs or lettering present. Many of them have a similar look across the United States, even if they occasionally try to “fit in” with local styles, meet local guidelines, or embody more uniqueness.
A recent ad from Ring shows the kind acts neighbors can perform for each other and visitors. The moments range from dropping off misdelivered mail to warning about a fire to capturing footage of someone shoveling a front sidewalk to a resident leaving out snacks for delivery drivers. All of this looks good…And yet: do people install video doorbells because they want to capture good deeds? Or, are they more likely motivated by fear and safety concerns?
On the whole, I would guess video cameras will not increase the number of good needs and neighborliness. American communities need more face-to-face interaction, not monitoring via cameras or online discussions through platforms like NextDoor or messages through yard signs. The commercial is a worthy attempt by Ring to bring a positive message regarding the doorbell camera but hides more of what is really going on.
Four things of note from this short appearance of Wheaton in a national ad:
As a number of Wheaton residents noted online, there is no Walmart in Wheaton. This is true but it obscures the larger story. One, how many Wheaton residents shop at Walmart (there are two within several miles of the town’s borders) as opposed to other big box stores (such as the Target in Wheaton or the several within a few miles)? Or, how many Walmart employees live in Wheaton? Two, there may be reasons Wheaton has no Walmart: it might not have wanted one. The busy stretch along Roosevelt Road is carefully controlled by the city – no big box stores. The largest shopping area, Danada, does not have any big box stores (though it now has three sizable grocery stores). Wheaton had one of the first Target stores in the area but it is located right on the edge of town and a proposed Home Depot across the street did not get approval and is now just past Wheaton’s northern border.
The image captures a feature of Wheaton life: the passing of trains through the downtown and the community. Without the train line, there is no Wheaton (at least the one officially founded in the 1850s). The train may be a fact of life in Wheaton and numerous other American communities but it is not necessarily a welcome one since these trains can delay traffic.
The ad on the whole promotes the ideas of small towns and community life. There are lots of shots of houses and older downtown buildings. But, is Walmart both a rural/small town as well as a suburban phenomenon? Without suburban stores – meaning Walmart locations along main roads, within sprawl, and dependent on driving – Walmart is not the company it is today. Like many Americans, Walmart might promote the ideal of small towns but not really live in that world.
Connected to #3, the shot of a cute or quaint suburban downtown is an interesting contrast to the effect of Walmart in the American economy plus the larger changes in which they participated. Wheaton’s downtown is in okay shape but imagine what it could be without big box stores. More broadly, downtowns across the country pursued different options to counter the changes in retail and shopping in the postwar era (starting with shopping malls and strip malls and later extending to big box stores).
This is one broad avenue with at least four lanes of traffic and it looks like there are bike lanes on each side. There are plenty of trees on wide sidewalks. The buildings are not that tall and are setback a ways. They primarily look like newer structures – glass facades – with some older buildings (or at least structures clad with bricks).
Is this a typical American big city? This view looks like either a sprawling city found in the Sunbelt or a smaller big city in the Midwest.
Is this meant to be an inviting image? My first thought is that this is a city built for cars and not people or pedestrians. With such wide streets, the scale is slightly off (even though the sizes of the buildings showed here do not overwhelm the streetscape). For example, crossing the street at this traffic light would take some time.
I wonder what kind of urbanism Peyton Manning prefers. Would he prefer a college town? A mid-sized big city like he played in during his NFL career?
The new Peytonville commercial from Nationwide includes shots of a football stadium on a college campus:
From exterior appearances, this might be the fanciest stadium in college football. Yesterday, I wondered if people would more likely place Peyton Manning in his college days or in his long NFL days. The stadium in this commercial is an NFL stadium with its shiny exterior, almost complete roof, and scale. This stadium does not fit on the traditional looking college campus featured earlier in the commercial; this stadium belongs among the gleaming offices and condos in an urban center.
Is this a hidden prediction about where college stadiums will go next? Imagine JerryWorld in Texas but instead for Alabama football or Michigan football. Would the big football schools realize some extra revenue or value in being the first stadium to mimic the big pro stadiums?
A new Peytonville commercial from Nationwide is on television. This one focuses on the college campus:
For all of the big images from the first commercial – the wide shots of a metropolitan region – the focus here is on a traditional looking college campus. In the image above, there is the impressive brick building, likely home to administrative offices. There is the gate marking the main entrance. Students and other people are walking and biking in and around campus. The lawns are well-manicured, the sidewalks wide.
The campus is a good distance away from downtown and might even exist on its own platform.
One concern: do viewers associate Peyton Manning more with college football or pro football? He had successful years at Tennessee. But, he really stood out in the professional ranks where he won two Super Bowls, one season MVP, went to the Pro Bowl numerous times, and set multiple passing records. Peyton is on campus in the commercial but wouldn’t he be better set outside of the Colts stadium in downtown Indianapolis or the Broncos stadium in Denver? Such a scene would not lend itself to the green, bucolic college campus.
The Nationwide commercial featuring Peyton Manning and Peytonville also includes broad shots of his layout. Here it is again:
While the close-up shows a small town (emphasis on single-family homes and a water tower), the big layout gives a different impression: Peytonville is actually part of a large metropolitan region with at least a few different areas. Here are a few of the things I can see:
1. At the top right, there is a typical urban downtown complete with skyscrapers and office buildings. What is the name of the central city – Peyton City?
2. At the top left, there appears to be a large domed football stadium. This seems appropriate given the star of the commercial.
3. The far left has wind turbines. These are usually located away from residential areas.
4. The bottom left is mostly single-family homes. This is likely where the Peytonville water tower is.
5. Located between the single-family homes and the urban center are mid-rise apartment and office buildings.
6. The bottom right has at least one farm. The food has to come from soemwhere.
Is the implication that when Peyton Manning has all the time and resources to create the landscape of his dreams, he recreates a typical looking sprawing American metropolitan region?
A recent Nationwide commercial has former NFL star Peyton Manning walking within Peytonville, a town set up on a large layout in a warehouse:
What makes attending such layouts attractive to people? Three quick guesses:
The ability to craft and build an entire community. In real life, no one person could do this on their own. Even a fabulously wealthy person would likely have to rely on a lot of help – think construction workers and others – to put a community together. This sort of layout is possible with a lot of time, materials, and skill (particularly given the size of it all).
The birds-eye/God-like view (and control in #1) possible with such a layout. It is one thing to walk within an interesting place; it is another to consider it from above.
The chance to attach one’s name to a community. This is an honor often given to a founder or a prominent early member of the community. If you control the construction and have a birds-eye view, you can add your own name to it all. The community in the commercial is Peytonville but it could be Peytonton, Peyton Corner, Peyton Park, and other variations.
It would take a long time to put this together but it could be very fun to maintain, play with, and show off to others.